Briana Belden, Brand Manager of Wedderspoon Manuka Honey, joins the TradeshowGuy Monday Morning Coffee for a discussion about how they approach tradeshow marketing: preshow outreach, what happens during the show, follow up, branding and more:
Fifteen years ago, my very first client, Kettle Foods, made an appearance at Natural Products Expo West with a custom 20×20 exhibit. Since then, I’ve been back every year, many times with new clients, and updated exhibits with current clients. Kettle Foods, by the way, has been sold at least three times since the old days and the brand is now owned and managed by Snyder’s-Lance.
A few years after that, I worked with Bob’s Red Mill to debut a new 20×20 island. Since then, we’ve created a new 30×30 exhibit, which has since increased to a 30×40. The Bob’s Red Mill marketing team is on top of updates every year with new graphics to promote new products.
This year we saw expanded and/or upgraded versions of current clients. Schmidt’s Naturals of Portland (recently acquired by Unilever), kept the same size, but added some custom product display units, and washed away the previous gray-ish look and brought forward their new array of stunning colors.
Dave’s Killer Bread/Alpine Valley increased the size of their exhibit from 10×30 to 10×40, adding new backlit graphics and a new custom greeting counter with LED-highlights.
Wedderspoon Manuka Honey increased the size of their exhibit from 10×20 to 10×30, adding in new fabric graphics to their wooden display shelving units. We also fabricated a new hexagon shaped, LED highlighted, charging table (reportedly it was loved by visitors as they sat and talked business). A new 60″ monitor capped it off.
Over the years I’ve suggested that companies create a tradeshow-specific landing page for each appearance they make at a show. But frankly, I don’t see too many of them.
But I recently ran across a tradeshow-specific landing page from Digimarc that caught my eye. Digimarc is a Portland-based company that helps clientele with product identification, labels, barcodes and the like.
Digimarc has a tradeshow-specific landing page for their upcoming appearance at NRF 2018 at the Jacob K. Javitz Convention Center.
Let’s take a look at their landing page and see what they are doing right.
In the first screenshot, Digimarc starts off by everyone that they’re going to be at the NRF 2018. They mention their booth number and invite visitors to check out their store.
Next shot: you’re invited to dig a little deeper to learn about increasing operational efficiencies and more, and again mentioning the booth number. Right below that are a pair of buttons inviting you to schedule a visit with them at their booth, and offering an NRF Registration and Discount Code, reinforcing the notion that not only do they want to you stop by their booth, they want to make it easy:
In the third screenshot, Digimarc offers a chance to learn even more specific knowledge, with buttons to get better labels, implement easy checkout and engage consumers now.
Finally, there is an offer to get a personalized language booth tour – when you click through, the options are to get a tour in Japanese or German – making it easier for those international visitors to make a connection with the company. Then there’s a Lyft voucher and (still to come) an NRF Survival Guide. It’s all capped off with an invitation to follow them on social media to continue the show connection.
Everything is clearly marked, easily understood and very specific. The only quibble I have is that the date and location of the show (NYC in January) are not on the page. But you might argue that anyone going to the show already knows that information, and this tradeshow-specific landing page from Digimarc is being shared with people who are already aware.
In any event, Digimarc did a great job with this.
My question is: why aren’t you doing this with your upcoming tradeshow appearance?
A year ago, our new client Schmidt’s Naturals debuted a new custom 10×20 at the Natural Products Expo West. It was a custom exhibit designed by Classic Exhibits‘ designer Kim DiStefano. The design was submitted to Exhibitor Magazine’s annual Portable/Modular Awards, which honor design excellence in portable, modular and system exhibits. Here’s what it looked like on the floor of Expo West:
A couple of years ago, one of our clients, SoYoung, was a winner in the competition. We’re glad that Schmidt’s Naturals got the nomination and we wish them the best when the winners are announced in late winter at ExhibitorLIVE!
We’d like to invite you to see all of the entrants in the Exhibitor Portable/Modular Awards – take a look here and vote your favorite. And remember, you can vote once per day until the competition closes.
I’ve never attended the SIA Snow Show but I think I should someday, for two reasons. Number One: I’m a ski bum. Number Two: uh, see reason number one. Oh, and that’s right – I’m TradeshowGuy – I do tradeshows.
SIA – Snowsports Industries America – holds the annual SIA Snow Show in January in Denver, Colorado, home of some of the greatest skiing in America. Of course. With close to 20,000 attendees, it’s the industry’s largest global annual B2B gathering. It’s a smaller and more narrowly focused show than Outdoor Retailer, but in speaking to SIA Snow Show exhibitors, I gathered that many of them also exhibit or attend Outdoor Retailer.
Having not attended the snow show, I thought it might be illuminating to ring up some of the exhibitors at the show and debrief them on how the show went for them. Here’s what I came up with over the past several weeks.
Overall, how did the show rate? Most gave it very high marks.
“If it wasn’t a ten, it was a high nine,” said Ashley McGarvey of Meier Skis, who praised the show as bringing in lots of industry people. In spite of the challenges of being a smaller company, she felt the show was a very worthwhile marketing effort. According to SIA Snow Show information, over 96% of the supplier market share for ski, snowboard, AT, backcountry, cross country, snowshoe and winter apparel is there.
A big challenge that most small exhibitors faced, which is common throughout the industry and not just for the SIA Snow Show, is the high cost of transporting big booths and setting up the exhibits. This also resonated with the small core of Meier Skis team.
But all of the exhibitors I spoke with said they made great connections with retailers and distributors that made the show a ‘must.’
Whit Boucher of Strafe Outerwear agreed with Ashley, saying “It was a nine and a half, definitely,” saying that their 20×40 booth had a lot of traffic for the first three days, and saw a typical drop-off on day four. He speculated that it might be nice to drop the last day so they can show up then and break down the booth.
All exhibitors I spoke with felt the show opened doors to markets that they might not have normally had access to.
What challenges did they face? Besides the cost of exhibiting, smaller companies felt understaffed at times. Others felt that their exhibit wasn’t large enough to hold the people and products all at once.
One exhibitor, who preferred to remain nameless, felt the show was slipping in the past few years and felt that attendance had dropped “20 – 25%” in the past several years, and that the organizers had let in companies that had little to nothing to do with the core audience of snow sports: make-up companies, food companies and more. As a result, he said their company would be down-sizing next year. But still, he ranked the show as an “8 on a scale of 1-10 for what we need it to do.” He did express fear that the show would be sold or would merge into another show.
Erik Leines, CEO of Celtek has a personal mantra regarding tradeshows is “I’ve never met a tradeshow I didn’t like.” Why? “I’ve literally never done a tradeshow where I walked out and thought it wasn’t worth the money. For anyone doing a show, that’s the way to treat it. We have our own secret sauce on how to do it,” he added, as they always look at ways to attract attention and promote their products. Erik rated the show as “very high” as a marketing tool for their company.
Anything you’d change in your approach to exhibiting, or anything that is a challenge? Answers to this question ranged from “we need a bigger booth next year” to “we need more people in our booth” to “frustration and the cost of dealing with show services – how can it cost $1200 for three guys and a forklift to hang a sign in just four minutes?”
Bottom Line: a mixed bag. Even though most exhibitors I spoke with gave the show high marks, there was some comments that indicated that the show could be better and in fact might be slipping in some cases. Being such a narrowly focused show doesn’t necessarily give it strength, although it tends to draw the core audience that is needed for success. From all appearances, it is still a successful show, and yes, I’d like to get there and try out some new skis!
Thanks to Celtek, Meier Skis, Strafe Outerwear, POW Gloves, SKEA, 4F, Icelantic Skis, Red Feather and a few others that chimed in with comments on and off the record.
You never know exactly how new clients will find you. It could be from an introduction at a tradeshow. It might be from someone hearing a webinar that impressed them enough to make a call. It might be from an internet search or a referral. The Meduri Farms exhibit project came about thanks to an online search.
One of our most recent clients, Meduri Farms of Dallas, Oregon, found TradeshowGuy Exhibits through a Google search. Through a few months of back and forth to answer questions, the issuing of a Request for Proposals including a design from scratch, we ended up getting the project. It was awarded in March after a competition of four or five exhibit firms, and kicked off in April, finally making it’s debut in July at the Institute of Food Technologists show in Chicago at McCormick Place.
Design was by Greg Garrett Designs. Fabrication by Classic Exhibits. The 20×20 structure was a combination of original design (the tower/alcove unit and product display unit) and rental (counters). The top section of the tower features SEG fabric images up to about a 15′ height which grabs eyeballs from a distance.
The 15′ tower is 9′ x 9′ with a meeting space in the bottom. Two sides are taken up by alcoves that display products and offer plenty of storage room. The roughly 10′ counters give more product display area and more storage for the oodles of samples handed out during the show.
According to Sara Lotten, Sales & Customer Service for Meduri Farms, management loved the booth and the results it brought (“that’s beautiful!” was the comment passed along as the president first laid eyes on the booth at the show). Meduri Farms got a great number of positive comments about the booth. Comments are great, but results are more impressive.
“We got as many leads the first day with the new booth as we did all of last year’s show. We ended up with three times as many leads for the show as last year,” said Lotten.
Meduri Farms, Inc., founded in 1984 is a premier supplier of specialty dried fruits to food manufacturers around the world.
At this year’s ExhibitorLIVE conference and tradeshow in Las Vegas, the annual Portable/Modular Design award were handed out. Here at TradeshowGuy Exhibits (formerly) Communication One Exhibits, we snared a design award for last summer’s SoYoung 10×10 portable booth.
Keep in mind, this was not the popularity contest where everyone got to vote on their favorite design. No, this was the juried design award.
The goal of the competition was to “recognize the vendors and designers responsible for these remarkable exhibits, while also spotlight what’s possible in this realm.” It was the third annual version of this competition. While it appears that all of the awards have yet to be posted online, you’re welcome to review winners of the first and second years.
When we were contacted by SoYoung last summer, owner Catherine Choi indicated that they were looking to upgrade their current booth, which was a bit of a mishmash of hanging shelves and display units which didn’t work as well as they liked. Working with Classic Exhibits and designer Katina Rigall, we created an attractive and functional booth with a large backlit graphic, product display shelves and a unique aluminum CNC-cut display tree (which is what we think knocked it out of the park and got the judges’ attention).
The booth made its debut at Expo East last fall in Baltimore and will continue its work at Expo West in Anaheim this winter and beyond.
Exhibitor Magazine made the announcement of all of the award winners on March 1st, starting with the SoYoung booth. Many thanks to Classic Exhibits and Katina for creating a beautiful, creative and functional design, and of course to SoYoung for reaching out to us for the project.
One of our recent booth projects over the summer was a custom portable modular booth for the Toronto-based company SoYoung. The project turned out so great and people loved the look, that the design and fabrication team at Classic Exhibits thought it should be entered in the Exhibitor Portable/Modular, which recognizes design excellence. So it was. And it made the finals round where you, the public, get to vote!
Classic Exhibits also had two other projects make it to the finals round: Philadelphia Commercial and Nationwide.
The rules for the voting are simple: you can vote only once a day, but you can vote every day.
This week is the launch of my new book “Tradeshow Success: 14 Proven Steps to Take Your Tradeshow Marketing to the Next Level.” I’m doing a lot of the normal launch things an author would do: sending copies to industry media and bloggers, along with industry colleagues. Creating a list of clients and potential clients that I’d like to get the book into. And much more!
Beyond that, I’ve created a series of 14 videos, with each one relating to one of the chapters in the book. Those videos are appearing, about one a day, at my YouTube Tradeshow Marketingchannel. Check ’em out!
You can also read the book for free here at TradeshowSuccessBook.com. You’ll be asked to opt-in to a mailing list (which, if you gotta, you can always unsubscribe from).
What do you get in the book? As mentioned in the subtitle, I’ve detailed 14 steps that are critical to tradeshow success. Not every successful tradeshow marketer uses all of these steps with utmost efficiency, but most of them make very good use of many of the steps.
So what are the steps?
Let’s take a look at the 14 Steps:
Step One: Going with or without a Map? Are you doing enough planning and organizing around your tradeshows?
Step Two: Dollars, Pounds, Euros: How Much Do You Really Need to Make This Work? A breakdown of the budgeting process for tradeshows and what it takes to budget for a new exhibit.
Step Three: Getting Ready for the Big Dance: Pre-show planning and marketing.
Step Four: Did You Come to the Right Dance? Just make sure that your target market is at the show you’re going to dump all of that money into.
Step Five: Home is Where the Booth Is: Booth design essentials, including function, traffic flow, graphics and more.
Step Six: Is Your Frontline Team Up to Snuff? Booth staff training!
Step Seven: What Do I Do With All of These People in the Booth? Now that you’ve drawn a crowd, what do you do with them?
Step Eight: Tweeting, Posting and Instagramming Like a King or Queen: Putting social media to work for you in a creative way.
Step Nine: Who’s Keeping Track of Those Damn Tweets? Someone needs to create videos, blog posts, tweets, etc. Here’s a great look at some online content ideas.
Step Ten: Got a Stack of Leads: Now What? Lead generation and follow up.
Step Eleven: Becoming the Zen Master of Stats and Records: Record-keeping is the secret sauce to tracking your success.
Step Twelve: Stirring the Public Relations and Media Pot: Working with industry media.
Step Thirteen: Do QR Codes Still Kill Kittens? And Other Tech Questions: A quick examination of technology in tradeshows.
Step Fourteen: Out Of Your Nest: Time to Fly! Your call to action!
Want to grab your own copy? Use the links above to own your own. Or if you want the digital version (PDF download), try this:
One of our newest clients, SoYoung from Toronto, Ontario, Canada, unveiled their new custom 10×10 booth to the public earlier this month at Natural Products Expo East in Baltimore, MD to great reviews.
“The show has been hopping and the booth is fantastic!” was the text I got from company owner Catherine Choi on day two of the show. She had a photographer come by to document the booth and products. Check out the gallery. And thanks to SoYoung – glad to have you as a new client!